Tata Consumer Products, parent to big brand teas Tetley, teapigs and Good Earth is making a significant move this week into the competitive £2.61 billion* world of breakfast cereals with a launch of a unique range of Crunchy Millet Mueslis, Joyfull Millets.
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Joyfull Millets mueslis are being launched initially through Tesco, with three variants Joyfull Millets Crunchy Muesli Fruit & Nut; Honey & Nut; and Choco & Nut, a flavour co-developed with Tesco.
A fourth flavour is also available in the range, Joyfull Millets no added sugar Fruit, Nut & Seeds.
Breaking new ground in the category
“Tata Consumer is all about Better Living. Across all categories, cost conscious shoppers are paying attention to what they buy. From our experience in premium tea, we know true taste aficionados are continuing to seek affordable indulgences, and increasingly choice is being influenced by other factors, not least fit with healthier living and meeting the expectations of the climate savvy,” says Chief Marketing Officer for Tata Consumer Sinead McAleese.
“For too long innovation in the cereal category has been about different formats, flavours, lower sugars or functional enhancements; we’re taking a different approach, going back to basics and harnessing the benefits of millets, an ancient grain which is not typically used in the UK and giving it a modern and tasty twist.”
It’s the core ingredient of millets which takes Joyfull Millets into innovative cereal territory.
“Millets are an extra super super-grain. As a core ingredient our mueslis are full or natural goodness and have an impressive and pleasing crunch, long after your choice of milk or dairy alternative has been poured over it.”
From a nutritional point, Joyfull Millets mueslis are high in fibre, low in sugar and gluten free. “Research* shows that consumers are looking for quick easy breakfast solutions which are both filling and tick the health box and this is exactly what we’re bringing them,” adds McAleese.
Addressing food and climate insecurity
Millets are being highlighted as a potential solution to the challenges of climate and global food security. 2023 has been declared by The Food and Agriculture Organisation of the United Nations as the International Year of The Millet which is promoting the health benefits of millet and the sustainable benefits of cultivation.
In addition to their high nutritional benefits, millets can grow in conditions that many other crops can’t tolerate. They are heat tolerant and need significantly less water than other grains – 400 litres of rainwater for 1kg of millets; compared to 4,000 litres of ground water for 1kg of rice for instance – which means that they can be grown in hot drought areas, bringing income to farmers struggling against poverty.
Being carbon-rich a millet crop is also good for soil health, another plus for farmers farming in difficult environmental conditions.
At launch Joyfull Millets muesli will be supported by PR to raise awareness of mighty millets and the Joyfull Millet muesli range. In addition, a nationwide digital, influencer and social media campaign, and widespread sampling of with over 500k samples, will ensure news on the great taste and crunch of Joyfull Millets Muesli will spread fast. Tata Consumer will also harness the power of its other in-house brands, co-promoting Joyfull Millets as a typical breakfast companion of tea.
Packed in vibrantly coloured stay fresh pouches, the cereals are available in 5 x 450g shelf ready trays, and have an RSP of £3.50.
*UK Breakfast Cereal Market – GlobalData 2021
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